What’s in a name?

It’s incredibly difficult to sum up your company’s mission in just a few letters. Yet that’s the daunting task founders must face when picking a lasting business name. These recently founded companies manage to captivate and, in some cases, stun users.

1. Alphabet
Google left the world somewhat confused this year when it launched its new holding company Alphabet. Besides the initial shock, it might be a misnomer; former CEO Eric Schmidt says the firm intends to encompass more than 26 companies.

2. Karhoo
Car who? This company‘s app combines a plethora of ride-hailing apps by partnering with cab companies and acting like a dispatcher. Karhoo has raised $250 million in funding and is slated to launch in New York City, London, and Singapore in 2016.

3. Loom and Leaf
As its name implies, this luxury mattress brand evokes eco-friendly comfort. Launched at this year’s SxSW, the Austin-based company makes mattresses with plant-derived memory foam. It sells directly to customers rather than using third-party retailers.

4. Represent
This company “represents” users’ social and fundraising causes by creating and selling custom-branded merchandise at no upfront cost. The site has attracted celebrities such as Mike Rowe and Jared Padalecki, among others.

5. BabyChakra
This Mumbai-based startup connects parents who want to learn about the best local services for maternity and child care. It derives part of its name from the Sanskrit word that describes wheels of energy that circulate throughout the body.

6. Upwork
When freelancer marketplaces oDesk and Elance rebranded as one company in 2015, the idea was to elevate work. Thus, its new name, Upwork, kind of says it all, right?

7. PatPat
This company’s playful name points to its mobile app that offers daily deals to moms on trendy baby, children’s, and maternity clothing. The Mountain View, California-based startup promises to slash prices on high-quality items by as much as 90 percent.

8. A Plus
The digital media company, co-founded by Ashton Kutcher, promises to deliver positive news with the hope of effecting meaningful social change. Launched in January, the site features sections with stories on animals and adventures, among other topics.

9. Pager
Cell phones are the new pagers for this New York City-based company that wants to eliminate long waits in doctors’ offices and emergency rooms. Pager operates a mobile app that allows users to request board-certified doctors to come to their specific location.

10. The Grade
True to its name, this mobile dating app assigns users a grade, from A+ to F, based on the quality of their profiles, responsiveness to other users, and peer reviews. Promising “no more creeps,” the app warns and eliminates users whose grades dip to D or F.

What’s in a name? It’s incredibly difficult to sum up your company’s mission in just a few letters. Yet that’s the daunting task founders must face when picking a lasting business name. These recently founded companies manage to captivate and, in some cases, stun users.